分类： tourism

China is launching an ambitious nationwide initiative to transform its inbound tourism infrastructure, creating a more accessible and seamless experience for international visitors. Culture and Tourism Minister Sun Yeli announced the sweeping reforms during a press conference held alongside the National People’s Congress sessions, outlining a multi-faceted approach to position China as a premier global destination.

The comprehensive strategy addresses every aspect of the tourist journey, from streamlined visa processing and border clearance procedures to enhanced transportation networks, accommodation standards, and culinary experiences. Minister Sun emphasized that these coordinated improvements aim to establish three powerful brand identities: ‘Travel in China,’ ‘Shopping in China,’ and ‘Services in China.’

Recent policy changes have already yielded significant results, with 2025 witnessing over 150 million inbound tourist arrivals—a 17% year-on-year increase—and tourism revenue exceeding $130 billion, representing a remarkable 40% growth. Notably, more than 30 million foreign visitors entered China through expanded visa-free programs, which now cover 50 countries for unilateral visa-free access and 55 countries for transit visa-free arrangements.

A major breakthrough has been achieved in payment systems, where international visitors can now seamlessly link foreign bank cards to Chinese mobile payment platforms and utilize overseas digital wallets domestically. The infrastructure supporting card payments has been substantially expanded, complemented by increased currency exchange services and ‘small change packages’ for cash-paying tourists.

The digital transformation has been particularly successful, with over 80% of visitors from countries including Kazakhstan and Malaysia adopting mobile payment systems. Total mobile payment transactions by international tourists reached approximately 80 billion yuan ($11 billion) in the previous year, becoming an integral part of their daily experience in China.

Shopping experiences have been enhanced through expanded tax refund services, including instant refund options at point of purchase. This has diversified purchasing patterns, with tourists increasingly acquiring cultural products, creative merchandise, and trendy collectibles alongside traditional electronics like smartphones, drones, and VR headsets.

Minister Sun highlighted that these practical improvements, combined with strengthened global promotional campaigns, have fostered deeper understanding and appreciation of Chinese culture among international visitors. The phenomenon of foreign tourists embracing Chinese lifestyles—often described as ‘becoming Chinese’—has emerged as a popular social media trend, reflecting growing enthusiasm for authentic cultural immersion.

Cross-border tourism between China and Vietnam has experienced remarkable growth in early 2026, with Hekou North Station in Yunnan province emerging as a critical gateway. This border railway facility has processed over 10,000 Vietnamese tourists by late February, representing a substantial 35.45% increase compared to the same period last year.

The surge reached a milestone on February 26th when the C560 train departed from Hekou North Station carrying more than 430 Vietnamese tourists toward Kunming South Railway Station. This significant volume of travelers was achieved a full month earlier than in the previous year, indicating accelerated growth in cross-border tourism.

China Railway Kunming Group has implemented strategic coordination with travel agencies, customs, and border inspection departments to manage the increasing passenger flow effectively. The collaboration focuses on predicting travel patterns and optimizing transportation capacity to accommodate the growing demand.

Nghiem Viet Chung, Consul General of Vietnam in Kunming, acknowledged Yunnan’s rising popularity among Vietnamese tourists. He emphasized that enhanced visa procedures and improved transportation infrastructure could further boost tourist numbers between the neighboring nations.

The broader border activity at Hekou Port reinforces this trend, with recorded entries and exits surpassing 1.01 million by February 24th—a 12.7% year-over-year increase. This achievement marks Hekou as the first port in Yunnan province to exceed one million cross-border movements in 2026.

A pioneering Mars-themed educational tourism complex in China’s northwestern Gobi Desert has emerged as an unexpected hub for blending space exploration with traditional Lunar New Year celebrations, signaling a transformative shift in how modern families approach cultural holidays.

The Mars Base 1 Camp, strategically situated within the crimson-rock terrain of Jinchang, Gansu Province, has experienced remarkable visitor growth during the recent Spring Festival period. This innovative destination has successfully merged astronomical education with cultural preservation through cutting-edge technological experiences.

During the holiday season, the facility introduced a novel ‘cosmic blessings’ ceremony where participants attached handwritten wishes to miniature rocket models that were ceremonially launched into the desert sky. The base creatively integrated traditional dragon dances and lion performances against its otherworldly backdrop, while incorporating digital innovations including virtual lantern displays and augmented reality red envelope games.

According to municipal tourism authorities, the complex recorded approximately 503,000 visits throughout 2025, representing a near doubling of its previous year’s attendance figures. This growth trajectory positions the facility among the region’s most rapidly expanding cultural-educational tourism destinations.

Chen Guohai, Deputy Director of Jinchang’s Cultural and Tourism Bureau, explained the philosophical approach: “We’re reimagining traditional blessing rituals through aerospace technology, enabling visitors to experience festive customs within an interstellar context. This fusion represents how technological advancement can empower cultural tourism while preserving our heritage.”

Developed with collaboration from aerospace research institutions, the base stands as China’s inaugural immersive Mars simulation environment. Located merely thirty minutes from Jinchang’s urban center, the facility features meticulously designed habitat modules, rover replicas, and mission-oriented activity zones that replicate extraterrestrial living conditions.

Beyond its recreational appeal, the complex serves significant academic functions. Peking University’s School of Earth and Space Sciences has designated the Martian landscape simulation as an official multidisciplinary training base, enabling students to conduct field research and environmental simulations under extreme conditions.

Founder Bai Fan articulated the project’s dual mission: “Our objective centers on promoting public engagement with space science while establishing deeply immersive learning environments. Visitors can investigate simulated survival systems, examine hydroponic agricultural installations, and participate in realistic astronaut training exercises.”

The destination’s popularity underscores broader transformations within China’s tourism sector, where science-oriented, experiential attractions are increasingly driving cultural consumption patterns. Local authorities have strategically incorporated the base into regional Spring Festival initiatives that interconnect scenic attractions, winter sports facilities, and culinary promotions through discounted access programs.

Asian destinations emerged as the preferred choice for Chinese travelers during the recent nine-day Spring Festival holiday, with Thailand reclaiming its position as the most sought-after international destination. The trend highlights a significant shift in regional travel patterns and economic recovery in the tourism sector.

According to data released by online travel platform Qunar, Thailand’s Phuket and Bangkok, along with Kuala Lumpur, Singapore, Seoul, and Sydney comprised the top destinations for Chinese tourists during the February 15-23 holiday period. The selection criteria favored locations offering short flight distances, visa-friendly policies, and agreeable winter temperatures.

Li Yang, a 43-year-old traveler who visited Phuket with his family, noted that despite post-pandemic price increases, the island remains attractive for its renowned beaches, vibrant nightlife, and convenient direct flight connections. “Phuket offers diverse indoor and outdoor activities while remaining geographically accessible from China,” Li commented.

The tourism recovery marks a notable turnaround for Thailand, which experienced a nearly 30% decline in Chinese visitors last year due to currency strength, safety concerns, and regional competition. Early indicators show promising recovery, with the Association of Thai Travel Agents reporting daily Chinese arrivals during Spring Festival nearly doubling to approximately 30,000 visitors.

Thailand’s Ministry of Tourism and Sports reported over 5 million international tourist arrivals between January 1 and February 15, with China remaining the largest source market. The Tourism Council of Thailand has set an ambitious target of 34 million international visitors for the year, projecting tourism revenue of 1.64 trillion baht ($52.8 billion).

Meanwhile, Japanese destinations experienced a continued decline in Chinese visitors, dropping more than 60% year-on-year in January according to Japan National Tourism Organization data. Analysts attribute this shift partly to ongoing diplomatic tensions between China and Japan.

South Korean retailers reported substantial benefits from the travel resurgence. Lotte Department Store recorded a 260% year-on-year sales increase to Chinese customers during February 13-18, while Shinsegae Department Store’s main branch saw a 416% surge and The Hyundai Seoul experienced a 210% sales jump. Market analysts anticipate positive effects on South Korean consumer goods sectors, particularly cosmetics and apparel.

In a strategic move to capture the Chinese travel market, Switzerland Tourism has launched an innovative promotional video titled “Gallop to Switzerland!” timed with the upcoming Chinese New Year celebrations. The campaign creatively merges traditional Chinese cultural symbols with Switzerland’s most iconic landscapes and transportation experiences.

The visually striking production features two actresses placing traditional Chinese New Year elements—including red lanterns, intricate paper-cut window decorations, spring festival couplets, and symbolic Chinese knots—against the backdrop of Switzerland’s most picturesque destinations. These include the snow-covered peaks of Zermatt, the majestic Jungfrau region, Mount Pilatus, and Mount Titlis, alongside breathtaking journeys aboard the renowned Bernina and Glacier Express rail routes.

Daniela Chiani, Director for Greater China at Switzerland Tourism, explained the cultural significance behind the campaign during a Beijing promotional event. “The horse holds profound symbolism in both our cultures,” she noted. “In Chinese tradition, it represents diligence and ambition, while in Switzerland it embodies courage and exploratory spirit. This dual meaning provides the perfect metaphor for our 2026 marketing strategy.”

The initiative has received strong diplomatic support from the Swiss embassy in China. Felix Schwendimann, Counselor and Head of the Culture and Media Section, emphasized the video’s role in fostering bilateral understanding. “This creative presentation offers Chinese audiences a glimpse into Switzerland’s unique charm while conveying our nation’s welcoming spirit,” he stated. Schwendimann further highlighted tourism’s crucial role in strengthening people-to-people connections between the two countries, noting that true travel experiences extend beyond scenery to include cultural immersion and personal connections.

The campaign launch coincides with encouraging tourism statistics. Media reports indicate Chinese tourists recorded approximately 1.071 million overnight stays in Switzerland from January to October last year, representing a 5.3 percent increase compared to the same period in 2024. This growth trajectory underscores the importance of the Chinese market to Switzerland’s tourism industry and validates targeted cultural marketing approaches.

The Xizang Autonomous Region in southwestern China has demonstrated remarkable tourism resilience, welcoming over 70.73 million visitors throughout 2025 according to official data released by the regional culture and tourism department. This represents a substantial 10.71 percent increase compared to the previous year’s figures, with international tourism showing particularly vigorous growth at 36.5 percent, totaling 437,400 inbound travelers.

The region’s tourism sector has flourished through strategic development of diverse cultural offerings. The cultural industry achieved an output value of 15.01 billion yuan (approximately $2.15 billion), marking an impressive 35.29 percent year-on-year growth. Total tourism revenue reached 81.68 billion yuan, reflecting a healthy 9.51 percent increase.

This sustainable growth trajectory stems from comprehensive preservation and innovative utilization of Xizang’s rich cultural heritage. The fourth national cultural relics census identified 3,346 newly documented heritage sites across the region, positioning Xizang among China’s top regions for archaeological discoveries.

Since initiating a systematic tourism resource survey in 2023, authorities have cataloged more than 31,000 previously unregistered tourist attractions and experiences. Traditional cultural practices including the Guozhuang Tibetan dance and ancient bull-hide boat competitions have gained popularity as immersive cultural experiences for visitors.

Regional authorities are implementing advanced digital preservation strategies to safeguard ancient architecture, cultural relics, and intangible cultural heritage. Digital platforms featuring iconic sites like the UNESCO World Heritage-listed Potala Palace have attracted over 2.5 million virtual visits, demonstrating successful integration of technology with cultural conservation efforts.

In a strategic move to boost international tourism, Macao’s Government Tourism Office (MGTO) has unveiled a complimentary coach service program for global visitors transiting through Hong Kong. The initiative, launched on January 20, 2026, will remain operational through December 31, 2026, representing a comprehensive year-long hospitality campaign.

The program establishes a dedicated service counter at Hong Kong International Airport where eligible international passengers can obtain free one-way coach tickets. These coaches will transport visitors directly to Macao via the monumental Hong Kong-Zhuhai-Macao Bridge, creating a seamless travel experience between the two special administrative regions.

MGTO officials stated this transportation incentive specifically targets the diversification of Macao’s visitor markets. By reducing transportation barriers, the program aims to stimulate international travelers’ interest in extending their stay to include Macao, traditionally overshadowed by Hong Kong’s transit hub status. The tourism office collaborated directly with cross-border bus service operators to ensure operational feasibility and passenger comfort.

This initiative forms part of Macao’s broader strategy to position itself as more than a gaming destination, showcasing its cultural heritage and tourism attractions to a global audience. The program’s timing during a period of global travel recovery indicates Macao’s proactive approach to tourism market regeneration and competitive positioning in the Asian tourism landscape.

As Siberian winters descend, thousands of Russian citizens are escaping the bitter cold by flocking to the tropical shores of Sanya in China’s Hainan province. This southern Chinese island has transformed into a warm-weather sanctuary for Russians, who now join domestic Chinese tourists from northeastern regions in seeking refuge on its sun-drenched beaches.

The remarkable surge in Russian visitors directly results from the mutual visa-free policy implemented between China and Russia on September 15, 2025. This agreement permits Russian passport holders to enter China without visas for stays up to 30 days, with the policy currently set to expire in September 2026.

Travel data reveals dramatic increases in Russian interest following the policy implementation. Aviasales, Russia’s leading flight booking platform, reports China has become one of the most-searched destinations among Russian travelers. Another prominent travel platform, Travelata, indicates Hainan accounted for 88% of its recent China-bound bookings.

While air connections between Russian cities and Hainan date back to 1997 with the first chartered flight from Krasnoyarsk, transportation links have expanded significantly. Sanya Phoenix International Airport now operates 17 weekly flights connecting to various Russian cities including Vladivostok, Novosibirsk, and St. Petersburg.

The cultural imprint of Russian tourism is visibly evident throughout Sanya. In the popular Dadonghai scenic area, street signs appear in trilingual format—Chinese, Russian, and English. This crescent-shaped bay attracts visitors with its golden sands, crystalline waters, palm trees, and vibrant atmosphere.

Statistical evidence demonstrates the dramatic growth: Sanya hotels hosted approximately 170,000 Russian visitors in 2024, but this figure skyrocketed to over 400,000 in 2025, surpassing pre-pandemic levels.

For Zakirova Amina, a Russian national who previously lived in China’s Anhui province for nine years, Sanya has become a regular winter destination. Her December trip with parents marked her sixth visit, facilitated by the visa-free policy and convenient direct flights.

Amina attributes Sanya’s popularity among Russians to its inclusive atmosphere and linguistic accessibility. “Many service staff members in Sanya can speak some Russian, and they are exceptionally friendly,” she noted. “We often joke that Sanya resembles a second home for Russians.”

Beyond beach relaxation, Russian visitors are exploring diverse aspects of Chinese culture. Many have developed significant interest in traditional Chinese medicine, with services like acupuncture and massage experiencing high demand. At local TCM facilities, appointments frequently book up over a week in advance.

Yuan Ailin, vice-director of a Sanya traditional Chinese medicine hospital, confirms the trend: “We regularly receive patients from Russian-speaking countries who show particular interest in acupuncture and massage therapy.” In 2025, the hospital and its affiliated sanatoriums recorded 10,693 international visits, with 80% originating from Russian-speaking countries—prompting the hiring of Russian translators in several physiotherapy departments.

Russian entrepreneur Dmitry Garifulin, who operates a grocery store in Dadonghai selling imported Russian staples, observes: “The increased flight connectivity has directly translated into more Russian tourists here.” Many visitors report that combining sun therapy with TCM treatments in Sanya surpasses their experiences at Black Sea resorts.

Macao’s tourism sector has demonstrated extraordinary resilience and appeal during the recent New Year holiday period, with official data revealing record-breaking visitor numbers that underscore the region’s growing popularity as a premier travel destination. According to statistics released by Macao’s Public Security Police Force, the special administrative region witnessed an extraordinary influx of travelers between December 31, 2025, and January 4, 2026. The border checkpoints processed a staggering 3,807,706 inbound and outbound movements during this five-day period, highlighting the massive scale of holiday travel activity. The data further revealed that inbound visitor arrivals reached 766,240, demonstrating robust travel demand despite global economic uncertainties. The most remarkable milestone occurred on January 1st, when Macao’s border crossings achieved an unprecedented single-day record of 866,603 inbound and outbound trips. That same day, visitor arrivals peaked at 188,036—the highest number ever recorded for New Year’s Day in Macao’s history. This exceptional holiday performance builds upon an already record-shattering year for Macao’s tourism industry. Preliminary annual figures for 2025 indicate total visitor arrivals reached 40.06 million, establishing a new benchmark for the region’s tourism sector and signaling a complete recovery from previous pandemic-related disruptions. The consistent growth trajectory positions Macao as one of Asia’s most dynamic and resilient tourism markets, with the New Year surge serving as a strong indicator of continued expansion in 2026.